From a cup of coffee to a cultural journey

Through the story of the Nam An brand, we will explore new aspects of contemporary coffee culture.

Changes in coffee consumption behavior

In the past, Vietnamese coffee drinking habits mainly revolved around enjoying strong and bitter black coffee. This reflected a coffee drinking culture that focused on original, traditional flavors. However, with cultural exchange and the development of modern society, consumer needs and behaviors have changed significantly.

For modern consumers, especially young people, a cup of good coffee seems to be no longer enough. They seek more comprehensive new experiences, from feeling the multi-layered flavors of coffee beans to enjoying the meticulously designed space of the coffee shop. Some people share that they choose a coffee shop not only because of the quality of the drinks but also because of factors such as the comfort of the seats, suitable lighting for reading, and the cozy design.

This poses a big problem for coffee brands: How to preserve traditional values ​​while meeting the desire for creativity and modernity?

In a conversation with a representative of Nam An Company, a brand with over 24 years of experience in the industry, we have the opportunity to better understand the development strategy of Vietnamese coffee.

Nam An does not stop at producing delicious coffee but also builds an inspiring brand story. They have spent more than a decade researching and perfecting the process of producing coffee that meets international standards. From the selection of growing land, tree varieties, to the care and processing process, everything is strictly controlled according to the standards of the Specialty Coffee Association (SCA).

The highlight of Nam An’s story is its commitment to clean ingredients and sustainable processes. They prioritize the use of organic fertilizers, hand-pick each ripe coffee fruit, and say no to dropped coffee beans – beans that are at risk of mold and are harmful to health. This not only ensures product quality but also demonstrates responsibility towards consumers.

Coffee space - where experience reigns

Nam An realized that, to make an impression, the coffee shop space must reflect the brand value and meet the expectations of customers. Therefore, they invested in designing the space with the main color being yellow - the color of the earth - to honor the natural origin of the coffee beans.

The space is also arranged with an open bar, where customers can directly observe the brewing process. This is not only a way to create a connection between customers and products but also helps enhance the enjoyment experience.

Besides, Nam An is constantly innovating with new product lines, from classic coffee taste, balanced coffee taste to quintessential coffee taste. They want customers to not only drink coffee but also experience and explore the diversity in each layer of flavor.

Coffee story with a vision for the future

“Consumers not only want a good cup of coffee, but also want to understand the story behind that cup of coffee,” said a representative of Nam An. From study trips to France, Brazil, and Indonesia, Nam An has accumulated experience and vision to develop Vietnamese coffee into a global brand.

They constantly organize workshops, creating opportunities for customers and young people to learn more about the value of Vietnamese coffee. This is not only a way to build a brand but also an act of gratitude to the land that nurtures Vietnamese coffee beans. With the desire that through each cup of coffee, consumers feel the pride of Vietnamese coffee and spread this cultural value to the world.

The story of Nam An Coffee is a living testament to the renewal of a traditional value to suit the modern lifestyle. While consumers are increasingly demanding and demanding, brands like Nam An not only meet but also exceed their expectations.

From improving the production process to investing in space and experience, Nam An is gradually affirming the position of Vietnamese coffee on the world map. And more than just a drink, coffee has now become a bridge between people, culture and emotions - a truly meaningful experience in modern life.

Source: https://thanhnien.vn/tu-ly-ca-phe-den-hanh-trinh-van-hoa-185241205143741483.htm